SEO IN GUK
The 2025 Daedongje Festival at Sangmyung University’s Seoul Campus (2025 상명대학교 서울 캠퍼스 대동제) wrapped up with tremendous success.
This past May, the Seoul campus of Sangmyung University came alive with Daedongje: WAVE TO US, a festival that left a lasting impression on both students and the local community. Designed and produced by Made in Heaven Agency, the event is being praised as a model example of what a “student-centered festival” should be.
On May 8, the opening night featured electrifying performances from talented and popular artists including KIM HYERIM, SEO IN GUK, and LEE MUJIN, generating an explosive reaction from the audience. On May 9, the stage was taken over by a wide range of performers like CHUNGHA, PSY, and MAKTUB, turning the campus into a massive festival ground. In particular, PSY’s performance matched the theme of the festival — Wave — unleashing an energy like a powerful tidal wave among the crowd.
Beyond the concerts, interactive booths and original programs entirely planned and executed by students energized the campus. Creative events like the “Do-Nothing Contest” and “Campus Film Festival” added a refreshing twist and drew high interest from students and local residents alike.
What truly stood out about this year’s Daedongje Festival wasn’t just the quality and diversity of its programming, but the transparency of its budgeting process. Every expense — from artist selection to equipment rentals — was made public. The festival was not operated for profit, but solely for the purpose of maximizing student satisfaction. Made in Heaven Agency showcased its expertise by cutting out unnecessary middlemen, negotiating fair and realistic fees, and delivering high-quality results using efficient resource management.
A representative from Sangmyung University shared:
“The contracting process with the artists was transparent and reliable, and the variety of performers allowed us to experience a uniquely rich festival.”
One of the most memorable moments of the festival was actor-singer SEO IN GUK’s voluntary performance. He created an unforgettable moment for students without accepting any appearance fee. This type of no-cost performance, despite the artist’s star status, was made possible by the exclusive planning of Made in Heaven Agency — drawing significant attention from both the public and industry professionals.
Park Sang Min, director of Made in Heaven Agency, concluded:
“The Sangmyung Festival wasn’t just an event — it was a cultural experience co-created by students, the university, and the local community. By ensuring full transparency in budgeting and maximizing quality within those limits, we aim to set a new standard for university festivals — one not based on profit, but on true value.”
Journalist: Shawn
Translator: Shawn
Source: Made In Heaven Agency
